UX-DSGN: How to Design for Persuasion, Emotion and Trust (PET Design)

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WHAT YOU WILL LEARN

Persuasion, emotion, and trust are critical factors for creating successful online interactions. While traditional user-centered design focuses on designing for usability, it is now essential to leverage the science of PET to influence users. Whether your site, application, or product is informational, functional, or transactional, PET design teaches you how to motivate people to make decisions that lead to conversion.

The participant will learn:

• Create designs that motivate specific actions and align with measurable business goals

• Increase customer conversion, loyalty, and adoption

• Test and measure the emotional impact and credibility of your website

• Construct designs and persuasion flows based on user’s drives and blocks

• Validate the persuasiveness and emotional impact of your designs

• Leverage the research that continues to shape this rapidly evolving discipline.

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Modules

Module 1 - Introduction—The Persuasion Quest

Learn about the history of the field, how PET is additive to and fully complementary to classic usability, and why PET will change the way you consider and design for your customer’s web experience forever!

Module 2 - Designing for Trust

Before you can persuade customers to act, you must ensure that your site engenders trust. Learn how to: design for credibility and trust, take hygiene factors into consideration, and how various online “markers” engender trust such as—credible organizations, design quality, FAQs, citations, current content, archives, testimonials, and more.

Once the emotions are tapped, we’ll introduce you to the science of persuasion. Learn the sychological onstructs required to get your consumers to act— very time. Discover how to use pay, impression, and pressure to your advantage via: extrinsic rewards, unanticipated costs, contrast principle, social proof, social learning, the power of people we like, scarcity, and more.

Module 5 - Overview of HFI’s PET design Process

Persuasion methodology is not new, but putting it into practice is. Learn how HFI has created a persuasion process and methodology that consists of PET: assessment, testing and review, user research and design, structure, research and analysis, strategy, and validation.

Module 6 - PET–Focused Personas and Scenarios

The underpinnings of persuasion design are the tools that classic usability analysts use with a PET twist. Learn where PET personas and scenarios come from, understand persona variables, learn the differences between PET and classic scenarios and how to build PET scenarios.

Module 7 - Initial Assessment Methods

Learn how the PET test and PET review uncover data that will enable you to take what you’ve learned so far and apply it to your site. Learn how to utilize: emotional reports, video, eye tracking data, persona emotion reports, persuasion strategies, the seducible moment, and more.

Module 8 - User Research Methods

In order to target your PET Tools, you’ll want to talk to your customers. In this track, you’ll get a taste of a technique used to understand the emotional landscape of your customers.

Module 9 - PET Tactical Changes

Now you’ve learned about persuasion, emotion, and trust, as well as how to assess your site and conduct customer research. In this section, you’ll learn how to make quick, easy, high impact changes to the existing design. This is PET design for the real world, where you normally can’t do a complete redesign just for PET.

Module 10 - Validation Methods

Steeped in proven psychology, PET is teachable, repeatable and, perhaps most importantly, redictable. But you’ll still want to show that those predictions came true. Learn how to validate your design to see if your persuasion methods are working, if you are eliciting the desired emotions, and if your customers “will do” what you want them to do.